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Webinar: Black Friday Social Winners & Losers
 Tue Nov 27, 2012



® 2012 Dachis Group. Confidential and Proprietary
                                                    1
Speakers
     Liz Schroeter Courtney has       liz.courtney@dachisgroup.com
     worked on social business
     campaigns for dozens of          @partyliz
     Fortune 500 brands.



     Brian Kotlyar works with         brian.kotlyar@dachisgroup.com
     global brands on social
     business strategy and runs the   @bkotlyar
     Dachis Group blog.



     Ray Renteria is Dachis           ray.renteria@dachisgroup.com
     Group’s big data scientist,
     leading the software team that   @rayrenteria
     builds our social analytics
     applications.



                              2
Who are big winners (and losers)
in social marketing during
Black Friday?




                 3
Our Approach




               4
Step 1: Select 15 Retailer Brands




® 2012 Dachis Group. Confidential and Proprietary                 5
Step 2: Isolate Social Campaign Data
      Realtime analysis of engagement between 30,000 Brands and their audiences on
      global social platforms.


         Social Business Intelligence Platform




® 2012 Dachis Group. Confidential and Proprietary                 6
Step 3: Run Real-Time Campaign Reports

        measurement and optimization                            advocacy




       Social Business Intelligence Platform




® 2012 Dachis Group. Confidential and Proprietary                7
Top 4 Findings




                 8
1             Walmart Saturates its Audience

      69% share of Black Friday Big Box Retail social conversation.
                                                              Share&of&Voice&(%)&

      Good news,
      bad news.

                                                                 15%$
      Walmart was #1 in                                                              Walmart$
      Black Friday
      conversation, with the                                              5%$        Target$
      most brand signals
      and the highest                                                       5%$      Macy's$
      amplification by
      advocates.
                                                                               4%$   Kohl's$
      They also had the                                                        3%$   JC$Penney$
      most negative                                                           2%$
      signals of all the                                                             Kmart$
      major retailers we                           69%$
      were tracking.                                                                 Sears$Stores$



® 2012 Dachis Group. Confidential and Proprietary          9
1             Walmart Saturates its Audience
      Walmart generated 211 million Black Friday related impressions
      across 82 brand social accounts, nearly doubling the brand’s total
      social conversations.
                                                                                High%Engagement%Impressions%Per%Day%
                                                   50,000,000"
      Walmart was well-prepared                                                                                                                   Black Friday
      for Black Friday having
      invested in growing their                    40,000,000"
      social fan base to over
      30M, doubling the
      frequency of their social
      content publishing during                    30,000,000"
      the week, and arming their
      communities with
      managers to quickly
                                                   20,000,000"
      respond to any questions
      and comments from
      customers.
                                                   10,000,000"



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                                                                     11/16/12" 11/17/12" 11/18/12" 11/19/12" 11/20/12" 11/21/12" 11/22/12" 11/23/12" 11/24/12" 11/25/12"
                                                      Walmart"      10,285,581" 10,776,209" 12,444,925" 23,790,200" 31,811,303" 25,786,042" 44,228,645" 33,975,585" 14,472,656" 10,332,892"
                                                      Par5cipant"    13,179"      16,790"     26,490"     49,924"    117,512"    124,839"    260,527"    661,647"    338,518"    179,335"



® 2012 Dachis Group. Confidential and Proprietary                                                  10
1             Walmart Saturates its Audience
      Walmart also had the highest share of negative conversations.

      Walmart led the way in                                  % of Conversation that was Negative
      negative conversations, a
      result of backlash of                        30%#
      shoppers angry about the
      store’s labor practices and
      the bad behavior of                          25%#
      shoppers.

                                                   20%#

                                                   15%#

                                                   10%#

                                                    5%#

                                                    0%#
                                                          Walmart# Kmart#   Target#   Kohl's#     JC#   Macy's# Sears#
                                                                                                Penney#         Stores#


® 2012 Dachis Group. Confidential and Proprietary                     11
1             Walmart Saturates its Audience
      Widespread digital protests disrupted Walmart’s carefully laid plans.

      Walmart used their scale to
      combat the backlash from
      shoppers angry about the
      store’s labor practices and
      the bad behavior of Black
      Friday shoppers.
      Customers on social media
      took over Facebook
      comments and Walmart’s
      own Twitter hashtags with
      protests against the brand.
      The #blackfriday hashtag
      was in 20.6% of Walmart
      tweets, while the
      #walmartstrikers hashtag
      was in 20.57%.




® 2012 Dachis Group. Confidential and Proprietary   12
1             Walmart Saturates its Audience
      Walmart’s enormous social reach drew millions of likes.
      While these user-generated
      messages added up to a
      formidable 1.6M
      impressions, it was still
      nothing compared to the
      reach of the brand’s own
      social content.




® 2012 Dachis Group. Confidential and Proprietary   13
2             Amazon Benefits From High Advocacy

      214% Amplification Rate, Highest of all the Black Friday Retailers.

                                                                          High%Engagement%Impressions%Per%Day%
      Amazon saw +214.67%                            80,000"
      amplification for its owned
      social content, which                                                                                                      Black Friday
      mostly played on the luxury
      of skipping Black Friday                       60,000"
      crowds to shop from the
      comfort of home on
      Amazon.com.
                                                     40,000"




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                                                   Amazon"         2,820" 21,325"       42"     17,201" 6,682"       6,543"    5,048" 15,318" 9,781" 22,736"
                                                   Par6cipant"     300"     36,512"   15,457"   21,103"   18,408"   20,041"   10,988"   43,809"   18,224"   48,092"




® 2012 Dachis Group. Confidential and Proprietary                                      14
2             Amazon Benefits From High Advocacy

      Amazon highlighted the benefits of the shopping experience.
      A brand not known for
      flashy social media efforts,
      Amazon still earned the
      biggest amplification for
      its social content simply by
      playing up their appeal as
      the antidote to Black Friday
      brick-and-mortar shopping
      madness.
      Amazon traditionally gets a
      lot of mentions on Twitter
      because of the built-in
      social sharing features on
      the site and self-promotion
      by Marketplace retailers.
      But this year the Twitter
      conversation was less
      about product and more
      about the shopping
      experience. A shift towards
      deeper engagement for the
      brand.




® 2012 Dachis Group. Confidential and Proprietary   15
3             Kohl’s Followed Up, Asks “How’d it go?”

      Kohl’s follow-up tactics drive high engagement.

      Kohl’s sees the most                                             High Engagement Actions / Day
      customer engagement on
                                                   1200"
      its Facebook page,
      compared to Twitter.                                                                                                         Black Friday
      The typical Kohl’s shopper                   1000"
      is very coupon savvy and
      deals-focused.                                                                       Facebook"
      Kohl’s worked these facts                      800"
      to their advantage using                                                             Twi7er"
      Facebook as a place to
      allow their customers to                       600"
      brag and celebrate the
      deals they scored at Kohl’s.
                                                     400"



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® 2012 Dachis Group. Confidential and Proprietary                              16
4             Toys R Us Had the Largest Brand Impact

      Toys R Us owned 42% of the conversation among toys & electronics
      retailers... but it wasn’t all positive.
                                                                                    Black Friday’s campaign impact to brand performance
      A lot of the conversation                                         450"
      from shoppers on Toys R
      Us’ social channels went                                          400"
      negative, driven by
      complaints around long
                                                   Brand Impact Score

      waits, out of stock toys,                                         350"
      and high prices.
                                                                        300"
      There were also many
      negative comments around                                          250"
      how the store opened
      Thanksgiving night - taking                                       200"
      time away from families.
      Much of the positive                                              150"
      conversation stemmed
      from excitement around                                            100"
      individual products (such
      as the Wii U). So while the                                        50"
      brand took the lion's share
      of the conversation, much                                           0"
      of it was negative.
                                                                               s"


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® 2012 Dachis Group. Confidential and Proprietary                                               17
4             Toys R Us Had the Largest Brand Impact

      Toys R US combated negativity with charity and @Shaq.

      As a contrast to the
      negative commentary from
      shoppers, Toys R Us
      partnered with NBA (and
      Twitter) superstar @Shaq,
      encouraging followers to
      Give Back with Shaq to
      benefit kits impacted by
      Hurricane Sandy and
      donate to Toys for Tots.




® 2012 Dachis Group. Confidential and Proprietary   18
Summary

1 Walmart Saturates its Audience

2 Amazon Benefits From High Advocacy

3 Kohl’s Followed Up, Asks “How’d it go?”

4 Toys R Us Had the Largest Brand Impact




                      19
Q&A




      20
Learn More
        Sign up for a 1:1 Tour                  Stay in touch


                                          liz.courtney@dachisgroup.com
http://social.dachisgroup.com/tour
                                          @partyliz

                                          brian.kotlyar@dachisgroup.com
                                          @bkotlyar

                                          ray.renteria@dachisgroup.com
                                          @rayrenteria


                                          http://dachisgroup.com

                                          http://socialbusinessindex.com


                                     21

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Webinar: Black Friday Winners and Losers 2012 (@DachisGroup)

  • 1. Webinar: Black Friday Social Winners & Losers Tue Nov 27, 2012 ® 2012 Dachis Group. Confidential and Proprietary 1
  • 2. Speakers Liz Schroeter Courtney has liz.courtney@dachisgroup.com worked on social business campaigns for dozens of @partyliz Fortune 500 brands. Brian Kotlyar works with brian.kotlyar@dachisgroup.com global brands on social business strategy and runs the @bkotlyar Dachis Group blog. Ray Renteria is Dachis ray.renteria@dachisgroup.com Group’s big data scientist, leading the software team that @rayrenteria builds our social analytics applications. 2
  • 3. Who are big winners (and losers) in social marketing during Black Friday? 3
  • 5. Step 1: Select 15 Retailer Brands ® 2012 Dachis Group. Confidential and Proprietary 5
  • 6. Step 2: Isolate Social Campaign Data Realtime analysis of engagement between 30,000 Brands and their audiences on global social platforms. Social Business Intelligence Platform ® 2012 Dachis Group. Confidential and Proprietary 6
  • 7. Step 3: Run Real-Time Campaign Reports measurement and optimization advocacy Social Business Intelligence Platform ® 2012 Dachis Group. Confidential and Proprietary 7
  • 9. 1 Walmart Saturates its Audience 69% share of Black Friday Big Box Retail social conversation. Share&of&Voice&(%)& Good news, bad news. 15%$ Walmart was #1 in Walmart$ Black Friday conversation, with the 5%$ Target$ most brand signals and the highest 5%$ Macy's$ amplification by advocates. 4%$ Kohl's$ They also had the 3%$ JC$Penney$ most negative 2%$ signals of all the Kmart$ major retailers we 69%$ were tracking. Sears$Stores$ ® 2012 Dachis Group. Confidential and Proprietary 9
  • 10. 1 Walmart Saturates its Audience Walmart generated 211 million Black Friday related impressions across 82 brand social accounts, nearly doubling the brand’s total social conversations. High%Engagement%Impressions%Per%Day% 50,000,000" Walmart was well-prepared Black Friday for Black Friday having invested in growing their 40,000,000" social fan base to over 30M, doubling the frequency of their social content publishing during 30,000,000" the week, and arming their communities with managers to quickly 20,000,000" respond to any questions and comments from customers. 10,000,000" 0" " " " " " " " " " " 12 12 12 12 12 12 12 12 12 12 6/ 7/ 8/ 9/ 0/ 1/ 2/ 3/ 4/ 5/ /1 /1 /1 /1 /2 /2 /2 /2 /2 /2 11 11 11 11 11 11 11 11 11 11 11/16/12" 11/17/12" 11/18/12" 11/19/12" 11/20/12" 11/21/12" 11/22/12" 11/23/12" 11/24/12" 11/25/12" Walmart" 10,285,581" 10,776,209" 12,444,925" 23,790,200" 31,811,303" 25,786,042" 44,228,645" 33,975,585" 14,472,656" 10,332,892" Par5cipant" 13,179" 16,790" 26,490" 49,924" 117,512" 124,839" 260,527" 661,647" 338,518" 179,335" ® 2012 Dachis Group. Confidential and Proprietary 10
  • 11. 1 Walmart Saturates its Audience Walmart also had the highest share of negative conversations. Walmart led the way in % of Conversation that was Negative negative conversations, a result of backlash of 30%# shoppers angry about the store’s labor practices and the bad behavior of 25%# shoppers. 20%# 15%# 10%# 5%# 0%# Walmart# Kmart# Target# Kohl's# JC# Macy's# Sears# Penney# Stores# ® 2012 Dachis Group. Confidential and Proprietary 11
  • 12. 1 Walmart Saturates its Audience Widespread digital protests disrupted Walmart’s carefully laid plans. Walmart used their scale to combat the backlash from shoppers angry about the store’s labor practices and the bad behavior of Black Friday shoppers. Customers on social media took over Facebook comments and Walmart’s own Twitter hashtags with protests against the brand. The #blackfriday hashtag was in 20.6% of Walmart tweets, while the #walmartstrikers hashtag was in 20.57%. ® 2012 Dachis Group. Confidential and Proprietary 12
  • 13. 1 Walmart Saturates its Audience Walmart’s enormous social reach drew millions of likes. While these user-generated messages added up to a formidable 1.6M impressions, it was still nothing compared to the reach of the brand’s own social content. ® 2012 Dachis Group. Confidential and Proprietary 13
  • 14. 2 Amazon Benefits From High Advocacy 214% Amplification Rate, Highest of all the Black Friday Retailers. High%Engagement%Impressions%Per%Day% Amazon saw +214.67% 80,000" amplification for its owned social content, which Black Friday mostly played on the luxury of skipping Black Friday 60,000" crowds to shop from the comfort of home on Amazon.com. 40,000" 20,000" 0" " " " " " " " " " " 12 12 12 12 12 12 12 12 12 12 6/ 7/ 8/ 9/ 0/ 1/ 2/ 3/ 4/ 5/ /1 /1 /1 /1 /2 /2 /2 /2 /2 /2 11 11 11 11 11 11 11 11 11 11 11/16/12" 11/17/12" 11/18/12" 11/19/12" 11/20/12" 11/21/12" 11/22/12" 11/23/12" 11/24/12" 11/25/12" Amazon" 2,820" 21,325" 42" 17,201" 6,682" 6,543" 5,048" 15,318" 9,781" 22,736" Par6cipant" 300" 36,512" 15,457" 21,103" 18,408" 20,041" 10,988" 43,809" 18,224" 48,092" ® 2012 Dachis Group. Confidential and Proprietary 14
  • 15. 2 Amazon Benefits From High Advocacy Amazon highlighted the benefits of the shopping experience. A brand not known for flashy social media efforts, Amazon still earned the biggest amplification for its social content simply by playing up their appeal as the antidote to Black Friday brick-and-mortar shopping madness. Amazon traditionally gets a lot of mentions on Twitter because of the built-in social sharing features on the site and self-promotion by Marketplace retailers. But this year the Twitter conversation was less about product and more about the shopping experience. A shift towards deeper engagement for the brand. ® 2012 Dachis Group. Confidential and Proprietary 15
  • 16. 3 Kohl’s Followed Up, Asks “How’d it go?” Kohl’s follow-up tactics drive high engagement. Kohl’s sees the most High Engagement Actions / Day customer engagement on 1200" its Facebook page, compared to Twitter. Black Friday The typical Kohl’s shopper 1000" is very coupon savvy and deals-focused. Facebook" Kohl’s worked these facts 800" to their advantage using Twi7er" Facebook as a place to allow their customers to 600" brag and celebrate the deals they scored at Kohl’s. 400" 200" 0" " " " " " " " " " " 12 12 12 12 12 12 12 12 12 12 6/ 7/ 8/ 9/ 0/ 1/ 2/ 3/ 4/ 5/ /1 /1 /1 /1 /2 /2 /2 /2 /2 /2 11 11 11 11 11 11 11 11 11 11 ® 2012 Dachis Group. Confidential and Proprietary 16
  • 17. 4 Toys R Us Had the Largest Brand Impact Toys R Us owned 42% of the conversation among toys & electronics retailers... but it wasn’t all positive. Black Friday’s campaign impact to brand performance A lot of the conversation 450" from shoppers on Toys R Us’ social channels went 400" negative, driven by complaints around long Brand Impact Score waits, out of stock toys, 350" and high prices. 300" There were also many negative comments around 250" how the store opened Thanksgiving night - taking 200" time away from families. Much of the positive 150" conversation stemmed from excitement around 100" individual products (such as the Wii U). So while the 50" brand took the lion's share of the conversation, much 0" of it was negative. s" Am " W ey" " t" 's" s"S " Be s" " t" " ck on et uy y's ar ar "u re hl rg ha n "B az ac "R ?M Km to Ko en Ta st oS ys M al "P To di ar JC Ra Se ® 2012 Dachis Group. Confidential and Proprietary 17
  • 18. 4 Toys R Us Had the Largest Brand Impact Toys R US combated negativity with charity and @Shaq. As a contrast to the negative commentary from shoppers, Toys R Us partnered with NBA (and Twitter) superstar @Shaq, encouraging followers to Give Back with Shaq to benefit kits impacted by Hurricane Sandy and donate to Toys for Tots. ® 2012 Dachis Group. Confidential and Proprietary 18
  • 19. Summary 1 Walmart Saturates its Audience 2 Amazon Benefits From High Advocacy 3 Kohl’s Followed Up, Asks “How’d it go?” 4 Toys R Us Had the Largest Brand Impact 19
  • 20. Q&A 20
  • 21. Learn More Sign up for a 1:1 Tour Stay in touch liz.courtney@dachisgroup.com http://social.dachisgroup.com/tour @partyliz brian.kotlyar@dachisgroup.com @bkotlyar ray.renteria@dachisgroup.com @rayrenteria http://dachisgroup.com http://socialbusinessindex.com 21